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Marketing and Tramway in Vienna Martin Kalab Marketing/Advertising Wiener Linien

Marketing and Tramway in Vienna Martin Kalab Marketing/Advertising Wiener Linien. Marketing and Tram. Wiener Linien - facts Vienna 1.6 million inhabitants Wiener Linien operates metro, tram and bus 8,000 employess; about 800 million passengers p.a. 961km of line length; 4,538 stops

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Marketing and Tramway in Vienna Martin Kalab Marketing/Advertising Wiener Linien

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  1. Marketing and Tramway in Vienna Martin Kalab Marketing/Advertising Wiener Linien

  2. Marketing and Tram Wiener Linien - facts • Vienna 1.6 million inhabitants • Wiener Linien operates metro, tram and bus8,000 employess; about 800 million passengers p.a. • 961km of line length; 4,538 stops • Tram network: 227km line; 181km tracks; 1,435mm • Position in Europe: 3rd behind Berlin and Cologne • Vehicles: 382 old plus 278 trailers and 152 low floor

  3. Marketing and Tram Historical Aspect

  4. Marketing and Tram • Recent • Old (charm, tradition, memories) vs. new (easy accessible, air condition, ecological, safety) • Corporate Design vs. Advertising Space • Ultra low floor tram (19cm access height) • Tradition is a big asset for Marketing (“our tram”) – strong identification!

  5. Marketing and Tram

  6. Marketing and Tram

  7. Marketing and Tram

  8. Marketing and Tram • Dynamic Passenger Information • Based on an extensive network of real-time radio-transmitted information from bus and tram (sender on each vehicle, receiver at every stop) • Actually 400 screens at important bus/tram hubs (800 by 2012) • Departure monitor on the website: gives real-time departures of a chosen stop

  9. Marketing and Tram

  10. Marketing and Tram • Implications on the City • Rents for shops near stops rise significantly (especially for emotional purchase – paper shops, snacks, presents) • The surrounding of tram stops is designed by urban planning – no direct influence of Wiener Linien • Intermodal connections (free bicycle, train, P&R) • Discussion about historic districts (overhead line,…)

  11. Marketing and Tram

  12. Marketing and Tram • Ticket Integration • All tickets are valid for all transport modes in Vienna • Annual Ticket (hassle free use, pay 10 ride 12 months, additional services) • Success factors: network (high frequencies, extensive, good vehicles), easy to use, tradition, loyalty programme, price • Classical printed tickets (machine-printed increase)

  13. Thank you for your attention! Remarks or questions? martin.kalab@wienerlinien.at

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